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    Spinach transitions Coles Express to Reddy Express

    As part of the brand transition from Coles Express to Reddy Express, integrated Melbourne agency Spinach has revealed the first work for the fuel and convenience network.

    In January, Spinach was appointed to help manage the transition from Coles Express to Reddy Express covering brand strategy, creative comms development, and campaign production.


    The overarching brief was to build a new personality and identity for the brand that connects with customers, as well as tactical call-to-action campaigns that showcase the wide range of offerings people can find in their local Coles Express and Reddy Express stores.

    Viva Energy Retail general manager, customer and marketing, Andrew Egan, said: “We needed to inject a healthy dose of personality and energy into the new Reddy Express brand, but continue to trade through in our stores, with limited disruption to our customers.

    “Staying true to our core proposition while transitioning the brand was always going to be a challenge. However, we trusted that Spinach could deliver with speed and thoughtful execution, connecting with our customers on what’s important to them – quality, value and a positive experience to make their lives easier.”

    The first campaign, created by Spinach, highlights the network’s signature $2 coffee offer, drawing on research that suggests once people try it, they’re surprised at just how good the coffee is.

    The creative sees the female lead ‘teased’ by various people enjoying coffee as she walks through a Coles Express/Reddy Express site before realising the coffee is delicious and great value.

    The second food-to-go campaign promotes the Reddy Express/Coles Express healthy and hearty lunch menu for people on the go. The Good Lunch Run takes people on the journey of needing to ‘refill’ as energy levels drop, before finding the way in-store to a range of fresh sandwiches and wraps.

    The two campaigns will roll out across TV, out-of-home, digital, social, and point of sale in all markets.

    Spinach CEO Craig Flanders said: “From market insights to customer research and long creative sessions, the high-volume fast retail pace is something we are very familiar with, but we settled into a solid working rhythm with the Viva Energy Retail team right from the start and are delighted to see it resonate with their customers.

    “We’re looking forward to Reddy Express becoming a household brand and helping to shake things up in the petrol and convenience category in the years to come.”


    Client: Viva Energy Retail
    Tracy Hammon – Head of Brand & Digital
    Theo Papamanolis – Marketing Manager Food-to-Go
    Vicky Fekete – Marketing Specialist Food-to-Go

    Creative Agency: Spinach
    CCO: Frank Morabito
    ECD: Dom Megna
    CD: Justin Groves
    Account Director: Bambi Villacruz
    Account Executive: Paige Sobczyk
    Strategy Director: Glenn Myatt
    Production Director: James Williams

    Finished Art: Georgia Raynes-Greenow
    Production: Spinach
    1St AD: Will Gunn, Comma Films
    Producer: Ayden Aramze, Comma Films
    DOP: David Guest
    Sound: Production Alley

    The post Spinach transitions Coles Express to Reddy Express appeared first on Mediaweek.

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